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PSI publish their 2018 Global Travel Predictions

2018 looks set to be another roller-coaster year for the global travel industry.
In this piece, James McEwan, Managing Director of PSI, identifies some of the political, economic and technological factors that will impact the way consumers travel this year.
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Brands lead the herd in DOOH 'March for Giants'

A herd of digitally-generated 3D elephants is preparing to march across the world, crossing three continents in a spectacular first for digital out-of-home campaign to end the slaughter of endangered animals in Africa.
March for Giants begins in Hong Kong on March 23, progresses to New York and then continues to London on March 24, reaches Birmingham the following day and ends in Manchester on March 26. The campaign transcends international borders to appear across some of the world’s most prominent and impactful digital OOH media spaces: Tsim Tsa Tsui in Hong Kong, Times Square in New York City, Westfield Stratford City in London, The Media Eyes at Grand Central in Birmingham and the Manchester Printworks.
The four-day march mobilises public and corporate power by inviting companies and individuals to generate their own branded adult and baby elephants to join the herd as it marches in real time.
Corporate donors can create their own elephants decorated with their logo and brand colours for £5,000, the amount it costs to protect an elephant for life in the wild in Africa. Individuals can name a baby elephant for £5, or sign up for a £5-a-month year-long donation, which protects an elephant for one year. Corporate donors that have already signed up to the March include National Express, Givergy, Made by Riley, The Delta Group, Westfield, Chantecialle, BCD Travel and First Avenue.
The campaign supports the work of the conservation organisation Space for Giants.
Poachers, mostly supplying Asian demand for ivory, killed close to 150,000 African elephants in the seven years to 2014, reducing the overall population by a third. That equated to an elephant being killed every 25 minutes every day of every year from 2007 to 2014.
The March for Giants was an international winner in Ocean’s annual creative digital competition, which sets out to push the creative and technical boundaries in digital out-of-home.
 
Max Graham, CEO of Space for Giants, said: “We’re racing to protect as many elephants as we can from both poaching and the loss of habitat, which are massive, expanding, and urgent threats to the survival of these iconic animals in the wild. It’s already that serious. Space for Giants has a proven toolkit of tactics to protect elephants, and March for Giants will allow us to put those methods to good use in many more places. It’s a huge boost to have elephants at the centre of this innovative, brilliant campaign, and it’s inspiring to see some of the world’s most recognisable companies and brands already signing up. They clearly see the urgency here.”
Tim Bleakley, CEO of Ocean Outdoor, said: “To see this march of virtual elephants unfold across the world is a massive idea made possible by an incredible team. It’s never been attempted before and we urge everyone who can to get behind it. The creative concept and the cause are worthy winners of our creative competition.”
http://www.marchforgiants.org/
Via: Outsmart

Posterscope Strengthens its Global Real Time Capabilities with the Acquisition of Liveposter

3 May 2016, London: Posterscope has announced today that it has fully acquired Liveposter, an Out-of-Home platform that will enable Posterscope to deliver dynamic content to screens around the world.
In the UK for example, digital OOH billing is forecasted to grow to 54% of the total OOH market by 2019.  There is a real opportunity for advertisers to deliver more dynamic content in their campaigns as research clearly demonstrates that more relevant, flexible and adaptive content yields significant increases in awareness, engagement and purchase intent.
The Liveposter platform enables digital campaigns to run seamlessly across multiple networks and media owners.  It uses a wide variety of data feeds to optimize the communication across the day, week or campaign period and provides full control over the content without the need to access the individual media owner systems.
This acquisition reflects Posterscope’s commitment to be at the forefront of the digital opportunities in Out-of-Home advertising, including the innovative use of data, automation, real time planning & trading platforms, content creation and global distribution.
Annie Rickard, Global President of Posterscope said:
“The Liveposter acquisition will be transformational in many markets and will ensure that we will be able to maximize the benefits of digital out-of-home for advertisers.”
Stephen Whyte, UK chief executive of Posterscope said:
“The ability to deliver dynamic content in real time, driven by highly relevant data and optimised to audience type and audience mindset represents an enormous leap in the power of the Out-of-Home medium.  I am certain that it will attract new advertisers to the medium, particularly those that need highly flexible and agile brand communication.”
Dan Douglas, Founder of Liveposter said:
“This is a very exciting opportunity for Liveposter and Posterscope.  We have partnered in the UK for some time now and we both see the future growth potential of working even more closely.  We very much look forward to launching the Liveposter platform and delivering award-winning work across Posterscope’s international markets.”

Mood Stockholm Sets Up the Unswipeable Dating Ads

In today’s speedy dating climate, it’s not easy to stand out in the search for love. Especially not when you live in Stockholm, the most single crowded capital in the world. But what would happen if you got the largest and most stylish dating ad in the world?  Mood Stockholm, a shopping mall in the heart of the city, recruited four ‘singles’ to promote the mall and themselves.  They gave them a new stylish wardrobe, a photo shoot and a 4m x 3m large dating ad in subway stations around Stockholm. Created by Advertising agency Volt, Sweden
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Via: Bestads

Burberry’s Spring Show live-streams to DOOH

Burberry ran a 2-day campaign on iconic digital sites across London, Hong Kong and New York to support their catwalk show during London Fashion Week. The campaign commenced with pre-show images in the build-up to the event and then followed with live-streams of the show itself. Locations included Times Square in New York, Worldwide House in Hong Kong and London’s Cromwell Road.
Burberry exclusively used the iPhone 5S to capture images before, during and after the show, which marked the first time that Burberry used photos taken with a mobile device to broadcast on large-scale outdoor screens.The campaign was created by Posterscope, PSI andVizeum. Read more

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